Bose has announced at SXSW that it’s working on its own pair of augmented reality glasses, but not in the way that you’d think. Instead of superimposing data over the world visually, like Google Glass or Intel’s Vaunt glasses, Bose’s AR concept unsurprisingly focuses on audio, adding “audible layer of information and experiences” to the real world, according to a report from CNET.

Bose isn’t just working on one pair of glasses, either. The company has bigger ambitions for its audio AR as an entire platform for developers to build off, and to that end, the Bose is releasing a Bose AR SDK and setting up a $50 million fund to invest in companies that will build things with Bose AR.

The company envisions having a Bose AR device reenact historical events or speeches from landmarks and statues as you visit them, or get audio directions to your gate when your GPS detects that you’ve arrived at the airport. The company also aspires to combine visual information with the Bose AR platform, too, so you could hear a translation of a sign you’re looking get, get a weather report when you look out your window, or hear the history of a painting in a museum.